AlturaSolutions is a PR and Communications Agency for the Professional Cleaning and Other B2B Industries

  • Home
  • About
    • Robert Kravitz
  • Contact
  • Services
    • Social Media Marketing
    • Article Publishing | Media Coverage
    • Website Management
    • LinkedIn Marketing
    • Interview Marketing
    • Videos and Graphics
    • Content Marketing Services
    • Newsletters
  • Blog
  • Results
    • Praise
    • Results: Introducing the Kaivac No-Touch Cleaning System
    • Results: Introducing Waterless Urinals
    • Results: Promoting U.S. Products and Portable Carpet Extractors
    • Results: Introducing Enviro Solutions Cleaning Solutions
    • Results: Promoting Green Cleaning and a Green Cleaning Advocate
  • Interview Marketing Examples
    • Interview with Mike Keenan – Topic, Addressing Retail Theft
    • Johnathan Tall Discuses the Need for Airport Profiling
    • VIDEO: LEXX Sanitizer Cleaner – This is a Good Product
    • Understanding Organized Crime in the Retail Sector
    • Waterless FORESIGHTS: The Status of Water in the U.S. Today
    • Retail Theft: Interview with Mike Keenan
    • VIDEO: Cleaning, Understanding, and Appreciating Waterless Urinals
    • Political Extremism: Conversations with TAL Global
    • Steve Ashkin INSIGHTS | The Difference Between Green Cleaning and Sustainability
    • VIDEO: Water Efficiency vs. Water Conservation | What’s the Diff?
    • VIDEO: Getting to Know LEXX Sanitizer & Cleaner
  • Videos
    • Making It in the Cleaning Business
    • We Help B2B Experts Become Thought Leaders
    • Why Hire AlturaSolutions?
    • Video: What is PR
    • Say, What Do You Know About B2B Marketing Videos
    • What We Do
    • How to Hire a B2B Inbound Marketing Company
    • Do You Know the Power of Content When it Comes to Generating Sales?
    • COVID and Marketing. What to do Now?
    • Steve Jobs
    • Windows 95
    • PRINT IS DEAD, RIGHT?
    • Thinking About Cutting Your Marketing Budget? Maybe Think Again
    • Inbound Marketing/Outbound Marketing What’s the Diff?
    • The Power of PR
You are here: Home / Blog! / Why Coca Cola Did Away with the Press Release

June 6, 2020 By Robert Kravitz

Why Coca Cola Did Away with the Press Release

Press releases are losing their impact. Coca-Cola, which once sent out several news stories every month, is phasing the standard press release out entirely. The reasons are many but at the top of the list is the fact that editors of publications just are not that interested in them any longer. In fact, the overwhelming majority of releases never even see the light of press releaseday.

Today, the only real benefit of a press release is if it gets picked up on Google News or some of the other major online news sites.

At least when this happens, the new may get notice but primarily, it can help enhance search engine optimization (SEO) for the organization that sent out the release.

So, if the press release is taking its last breath, what is replacing it? How can B2B companies get their news out the door and to their end-customers?

What we have to do is what Coca-Cola is now doing. They have created a media site just for their news. And while you may think they can get away with this because they are such a well-known brand, think again. What they are doing can and is helping big and small B2B firms as well.

A media site is your news center.

Here is where you post your news. Press releases may be included on the site, but you should also think beyond the press release. Post an industry advisory; comment on an issue that might impact your industry; discuss one of your products or services; or invite others to add news content to your site that relates to your industry or company.

While you can make a media kit part of your company website, an alternative that can prove very powerful is to create a separate “microsite” for this purpose. Starbucks is in the process of doing this right now. It appears they too have determined the media site is the wave of the future.

Here are some tips on how to make a media site work:

Optimize your news stories. Whether you add a “media” or news section to your own company website or create a microsite, everything must be search engine optimized. This does not require an elaborate electronic dashboard system or similar device. Here’s a simple way to do it: select your keywords before writing your news story; repeat those keywords in the title and first paragraph of your news; repeat them again about every 100 words into the story; always add an image to the news story and label it with the exact same keywords. Usually the image feature of your site will have an “ALT” category for the image. That is where you place the keywords.

Add new content regularly. Many B2B companies send out a news story every few weeks or every few months. With your own media site, that will not work. At a minimum, two news stories should be posted every week. This will require at least one person to be in charge of the media site. That person will have to be briefed on what makes an effective news or blog post and ensure that your media site is updated regularly. If this is not possible, consider hiring a digital media or B2B content marketing agency.

Imitate the competition. Finally, find other B2B media sites and watch what they are doing. This will give you ideas for yours. And if you see a media site that really appeals to you that includes features you believe will help your organization, there is no harm in replicating those features. In fact, you might go a step further and improve on them where you can.

AlturaSolutions Turns Words into Sales | 312-880-8176

press release

Filed Under: Blog!, Content Marketing Academy, The Power of BUZZ Marketing

Our Services

  • Thought Leadership Marketing
  • Digital Marketing
  • Content Marketing
  • Newsletter Marketing
  • Article Publishing
  • Interview Marketing

Services

  • Thought Leadership Marketing
  • Digital Marketing
  • Content Marketing
  • Newsletter Marketing
  • Article Publishing
  • Interview Marketing

Recent Posts

  • Seven Steps to An Effective Earned Media Strategy
  • The Downside of Social Media for B2B Organizations
  • The Reasons Why Blogging Still Works
  • Here’s How to Turn Your Brand into a Thought Leader
  • Improving Efficiency: How to Way to Get More Things Done

Contact Us

Email: solutions@alturasolutions.com
LinkedIn: LinkedIn
Phone: 312-880-8176

Office Location: 605 N Michigan Ave, Chicago, IL 60611

Copyright © 2023